Whether or not you’re asked this by the other person – this should be at the forefront of your mind with all sales communication; what is the beneficial outcome to the other person in what you’re communicating to them.
You’re on a mission to find some new clients and sell them your services/products.
You know what your service/product is, you believe wholeheartedly in it (if you don’t BTW, don’t expect anyone else to either), you know who your target market is, you’ve created a prospecting plan and now you’ve just gotta get started.
But, whilst you may know what your product/service is – do you know what it actually achieves for clients?
If not, a conversation’s going to start with a potential client, they’ll ask what it is you do and you’ll diligently go through what it is you offer.
‘And, so what?’
They might not actually say that (some will and some might not be polite too) but, if you want to stand a chance at all of capturing their attention and standing out from other sales calls they receive, don’t rely on them to join up the dots and work out what beneficial outcomes they can get from what you offer – amend how you answer so that it focuses on the outcomes instead!
e.g. “We provide outsourced lead generation”
can become:
“We find new customers for you to help grow your base and spread the risk of being too reliant on a few customers” or “We do new sales for you so that you don’t have to”.
Even better if you can then follow up immediately with a relevant open question such as “How do you currently get new customers?” or “What’s proving the most effective way of finding new business?”
The idea being that, as much as possible, ALL of your sales communication should be clear in detailing what it means for the other person.
To achieve that, you’ll need to ask specific questions to uncover if they have the relevant problems that your product/service can solve and then, as long as they do have these problems (if not, disqualify them out asap and move on), be able to describe in simple terms how you can give them the beneficial outcomes they crave.
‘And, so what?’
